By Daily Mail (U.S.) | Created at 2026-08-14 21:09:45 | Updated at 2026-08-15 00:22:41
3 hours ago
Alex Cooper's Unwell Beverage business is reportedly shutting down after only a year.
Cooper, 31, founded the company in 2025 in partnership with Nestlé USA initially as Unwell Hydration, a line of drinks that contained electrolytes, vitamins and caffeine. She later expanded to include protein and energy drinks.
But now, according to a new report from Bloomberg, the business will stop selling drinks following its upcoming Halloween-themed release.
The brand will reportedly drop some new flavors this fall, but after the supply sells out, Bloomberg claimed that Target, Unwell's main distributor, will not add more drinks.
Neither Cooper nor Unwell have addressed the news, and the Daily Mail has reached out to both, as well as Nestlé, for comment and did not hear back.
Cooper explained in 2024 that she came up with the idea for the drink brand after she noticed that most hydration beverages were 'catered to men.'
'Every time I went to pick up an energy drink or any type of hydration drink, it was all catered to men,' she said at the 2024 New York Times DealBook Summit.
'If you go on [the brands's] Instagrams, the packaging is for men, and a lot of time it has to do with high performance, like you have to be a professional athlete to drink this, and it’s all made for men, by men, marketed to men.'
Alex Cooper's Unwell Beverage business is reportedly shutting down after only a year. She's seen in January
Cooper, 31, founded the company in 2025 in partnership with Nestlé SA initially as Unwell Hydration, a line of drinks that contained electrolytes, vitamins and caffeine. She later expanded to include protein and energy drinks
On her website, Cooper also explained that she 'recognized the need for a beverage that did more than just hydrate' while she was on Unwell Tour in 2024.
'While touring last year, I really recognized the need for a beverage that did more than just hydrate, avoids all the BS and actually tastes good. I’m proud to say Unwell Hydration ticks all those boxes,' she wrote.
She told People that she constantly felt 'hungover' and 'exhausted' during the tour, despite not drinking any alcohol.
'I was like, "Why am I so tired? I have bags under my eyes." And every time I would grab something that was hydrating, it either tasted really s***y, or there was just so much sugar in it,' she explained.
On Unwell Beverage's website, it's described as a 'Gen Z-focused media and lifestyle brand redefining connection.'
'Unwell is a lifestyle. If you’re sitting at work but you were out until 4am – you’re unwell,' Cooper said.
'If you’re exhausted and have a million things to do, but somehow made time for your workout today – you’re unwell. And if you sent that risky text to land a second date – you’re definitely unwell.
'So whether you’re hitting the club or hitting the gym… I hope you enjoy Unwell Hydration as much as I do.'
But now, according to a new report from Bloomberg , the business will stop selling drinks following its upcoming Halloween-themed release. Cooper is seen promoting the drinks in February 2025
Cooper explained in 2024 that she came up with the idea for the drink brand after she noticed that most hydration beverages were 'catered to men.' She's seen in December 2024
Unwell Beverage is a subsidiary of Unwell Network, the Gen Z-focused production and podcast company launched by Cooper and her husband, Matt Kaplan (seen together in May), in August 2023
Unwell Beverage is a subsidiary of Unwell Network, the Gen Z-focused production and podcast company launched by Cooper and her husband, Matt Kaplan, in August 2023.
The brand became embroiled in scandal in April, when a report from Bloomberg emerged that contained accusations that Kaplan 'berated the staff on set' of the Unwell Winter Games, a YouTube competition series featuring veteran reality TV stars.
In addition, Vanity Fair later released an explosive report which contained an array of accusations about the way Kaplan allegedly treated staff, with the outlet claiming to have spoken to 'at least 30 current or former Unwell employees.'
Afterwards, Cooper addressed the controversy to The Wall Street Journal, stating: 'I will say that building a startup, there is so much growth that comes with that, and I am extremely proud of what we have built at Unwell.
'I will just kind of leave it at "don’t believe everything that you read on the internet." I think that we have done a really incredible job at Unwell, and I think if you walk the halls, there are so many people that are so happy to work at this company.'
She said she believes that a 'smear campaign' had been 'created for someone else's narrative.'
'I think when you read lies about yourself to fuel something else that is an obvious situation going on, it’s hard,' she added.
'But I think the reason that I’ve had success in this industry is I have really thick skin, and I’m going to keep pushing forward.'
Despite the accusations, it was revealed this week that Unwell had received an 'undisclosed' investment from Hollywood mogul Patrick Whitesell.
According to Variety, WME co-founder Whitesell valued the business at $500 million.
